Analyzing User Migration across Multiple Social Media Platforms

Background

Social media users are increasingly mobile, migrating between platforms as their needs, preferences, and interests evolve. This drives intense competition among social media platforms for user attention, and can contribute to instability within social media companies and decreased effectiveness of digital marketing strategies. There has been prior research conducted in the area of examining the motivations behind platform migration and typical behaviors of migrants, but comprehensive studies in this area have been limited in scope.

Invention Description

Researchers at Arizona State University have developed complex systems and methods to analyze user migration patterns between social media platforms. This invention analyzes the varying engagement levels of migrating users based on their new platform choice, as well as the competitive dynamics between platforms seeking user attention and what influences their success. This invention also collects data and analyzes the perspectives of individuals who migrate between platforms and how these perspectives associate with user behaviors.

Potential Applications:

• User base retention for social media platforms
• Analysis of target market needs for social media platforms
• Macro-level analysis of relationships between social media platforms using economic metrics

Benefits and Advantages:

• Provides deeper and more insightful data on the differences between multiple platform migrant groups
• Automated analysis capabilities
• Potential for increased user retention & social media engagement
• Reduces the financial impact of platform migration